Poetic Brands expands 7UP deal for new Fido Dido clothing

Licensed clothing specialist Poetic Brands has extended its 7UP Free agreement to include Fido Dido – the witty “King of Chill” who will now star in the brand’s 2019 “Feels Good to be Free” creative campaign.

First created in the 1980s, Fido Dido is known for an attitude that became synonymous with 7UP in the 1990s, when he graced cans and bottles and appeared in a series of commercials. Fido Dido has made appearances on 7UP packaging on and off, to celebrate key moments in the drink brand’s history.

Poetic Brands will now develop a host of apparel lines that feature Fido Dido’s outline, combined with classic 7UP Free imagery.

“We are very excited to be adding Fido Dido to our 7UP Free license,” said Elliott Matthews of Poetic Brands.

“He is an iconic figure for a whole generation of people and is instantly recognisable to millions, so this range will really stand out at retail and we are expecting strong sales.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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